Why the future of the MICE industry depends on ‘Meaningful Matchmaking’.
By Shekhar Grover

In the evolving world of MICE, success is shifting from chasing volumes to building meaningful connections, making it vital to understand the true dynamics of the MICE buyer.

The Mystery of the MICE Buyer
In India today, every travel service provider seems to call themselves a MICE buyer. A travel agent is often seen in that role, but technically, he is not. The corporate is the actual buyer - the one purchasing services from PCOs, PEOs, or travel companies offering MICE solutions. Travel agents, DMCs, and service providers are sellers, approaching corporate clients to pitch their offerings.

This thin line between buyer and seller is particularly visible in less mature markets like India (though evolving), while in regions such as the US, Europe, or Australia, the distinction is sharper. That is why I call it the “Mystery of the MICE buyer.”

Having attended global MICE trade shows like IMEX, AIME, IBTM, ITCMA, and more for decades, I have witnessed this difference firsthand. Mature markets are defined by rigorous hosted buyer programmes, where corporates are screened against stringent norms, including annual buying budgets, events executed, global partners worked with, and verified credentials. Matchmaking begins well in advance of the event and proceeds with precision, ensuring meaningful engagement.

In India, however, the scene has long been dominated by numbers. Trade buyers and travel intermediaries often outnumber corporates. But are those numbers meaningful? That is the real question. Let us dive deep.

Matchmaking – The Core Imperative
Recently, at a leading Indian MICE and Wedding Mart, I witnessed one of the most impressive examples of qualitative matchmaking in our market. For the first time, I saw an Indian organiser truly raise the bar. And I call it ‘exceptional’.

Through a portal-driven process, both buyers and sellers reviewed each other’s profiles and accepted meetings only if there was genuine synergy. Out of 65 sellers, most buyers scheduled only 20 to 25 truly relevant meetings, allowing space for deeper conversations. And it worked; buyers and sellers engaged in meaningful dialogues, many leading to promising long-term relationships.

The organiser even added a small refundable registration fee to ensure that only serious buyers participated. Around 500 buyers attended, and both sides described the quality of interactions as incredible. After 30 years in this industry, I can confidently say it was a landmark moment, an example of what an Indian MICE conclave should aspire to be.

AI – The True Catalyst
India still leans heavily on manual matchmaking. Buyers and sellers scroll through lists, read profiles, and choose meetings. While effective at a basic level, this model will not suffice in the future. Globally, AI has already transformed matchmaking into a foundational practice.

AI-driven systems do not just set schedules; they learn. By analysing past meeting reviews, attendee preferences, and behavioural data, they refine recommendations year after year. The result: more precise, more valuable connections.

AI also saves time, a precious commodity at trade shows. Instead of juggling hundreds of irrelevant profiles, both buyers and sellers can focus only on meetings that genuinely matter. This is not just convenience; it is ROI.

ROI – Buyer Dependent
The success of any MICE trade show rests on the quality of its buyers. Genuine decision-makers bring disproportionate value:

• They build the foundation for long-term relationships
• They ensure engagement that converts into actual contracts
• They represent high-value travellers, spending four times more than the average tourist in a destination

This is why destinations worldwide chase MICE travellers. They shift GDPs, uplift economies, and generate lasting impact. This makes the logic simple: organisers must deploy every possible tool, from AI to stringent qualification processes, to ensure that the right buyers walk into the show.

The future belongs only to those who create value by matching the right buyers with the right sellers.

The Future of MICE – Meaningful Matchmaking
As India stands at the cusp of becoming a global MICE powerhouse, the message is clear: numbers no longer define success, relationships do.

If we continue playing the numbers game, India will remain just a host destination. However, if we focus on meaningful matchmaking, quality buyers, and AI-led precision, India can emerge as a value creator, setting benchmarks in the process.

In 2025 and beyond, those who master this art will not only survive, they will define the future of MICE.

About the Author: Shekhar Grover has been the Editor of MICE INDIAA magazine for 30 years. A MICE author and speaker, he is also the Chief Events Officer (MICE) at Luxxury MICE Travel.